Go BackGen Z Unmasked: The Numbers Behind the Myths
At Human Centric Group, we’ve never been strong advocates of grouping people into broad clusters like “Gen Z” or “Millennials.” We believe this type of segmentation oversimplifies the complexity of individuals. Two people may share the same age and live in the same city, yet have completely different values, aspirations, and lifestyles. Additionally, discussions around Gen Z characteristics often overlook national and cultural distinctions — a significant oversight, in our view. Cultural context plays a critical role: Gen Z in China differs substantially from their peers in the U.S. or Italy.
At the same time, understanding new generations has always been crucial for businesses — not only to expand their consumer base and remain relevant to younger audiences but also to attract the next wave of talent. However, in the complex task of engaging with younger generations, it’s all too easy to fall into the trap of stereotyping.
What struck me when looking at data from GWI is that, across borders, people are often more alike than we assume — yet they frequently diverge from the clichés we tend to apply. Based on over 230,000 interviews, GWI’s research reveals clear, actionable patterns that business leaders, marketers, and HR professionals cannot afford to overlook. In this article, I aim to turn those findings about Gen Z characteristics into practical insights.
8 Gen Z Characteristics you should know as a marketer
Table of Contents
- 8 Gen Z Characteristics you should know as a marketer
- 1. Environmental Consciousness: Eco-warriors? Not, really
- 2. How Gen Z is redefining work: Creativity, More Time for Side Hustles, and Less Remote Work
- 3. Is Content Still King? Gen Z Says Conversation Is
- 4. How to Build Brand Loyalty with Gen Z: The Power of Tribes and Communities
- 5. The Rise of Solo Living: How Gen Z Is Redefining Independence and Adulthood
- 6. The Wellness Myth: Gen Z Isn’t Chasing Green — They’re Chasing Performance
- 7. Gen Z: The Financially Complex People
- 8. Gen Z and AI: Eager to Use It, Anxious About Its Impact on Their Careers
- Conclusion: Beyond the Stereotypes — Understanding Gen Z Characteristics for Real Impact
- About the Research
- About the Author
1. Environmental Consciousness: Eco-warriors? Not, really
Contrary to the romanticized image of Gen Z as unyielding eco-warriors, their environmental engagement is simply very pragmatic. While sustainability matters, they expect brands—not individuals—to shoulder the heaviest burdens. Over time, Gen Z’s willingness to pay more for eco-friendly products has declined, mirroring patterns seen in older generations. Why? WheelYears of greenwashing have made them skeptical. They’ve grown weary of hollow claims and demand real, transparent commitments backed by measurable impact. For brands, this is a wake-up call: sustainability messaging without proof will fall flat. Gen Z doesn’t want promises — they want accountability, authenticity, and brands that are as action-oriented as they are.
2. How Gen Z is redefining work: Creativity, More Time for Side Hustles, and Less Remote Work
Gen Z is reshaping the future of work. For this generation, success isn’t about climbing corporate ladders — it’s about creativity, flexibility, and entrepreneurial freedom. Side hustles, passion projects, and opportunities to innovate are top priorities. Loyalty goes to employers who foster personal growth and encourage individuality, not rigid structures. Interestingly, remote work — once highly sought after — is losing some of its appeal. Compared to 2022, fewer Gen Z employees want to work fully from home. Many are craving in-person collaboration and creative energy, after years of remote fatigue. Employers who recognize this shift and offer hybrid, dynamic environments are more likely to attract and retain top Gen Z talent.
3. Is Content Still King? Gen Z Says Conversation Is
Gen Z’s digital life is inherently social and highly interactive. Group chats, shared memes, podcasts, and video-based communication platforms have become their modern town squares. But this goes beyond simple interaction: platforms like Instagram are introducing features such as Notes on Reels and Broadcast Channels to foster more personal, meaningful engagement. TikTok’s expanded group chat functionalities further reflect that, for Gen Z, social media isn’t a distraction — it’s a conversation catalyst.
Podcasts, in particular, have emerged as powerful engagement channels, offering intimate, long-form dialogue that fuels conversations both online and offline. For Gen Z, connection is not just about interaction; it’s a form of social currency they actively invest in and exchange. Podcast listeners are proactive, curious, and idea-driven, seeking exclusive content and opportunities to participate. This presents brands with a valuable opportunity: to build loyalty through community involvement, co-creation, and feedback-driven innovation.
4. How to Build Brand Loyalty with Gen Z: The Power of Tribes and Communities
To win over Gen Z, brands need a tribal mindset. This generation craves belonging — they go all in when they’re passionate about something. The strongest brands create spaces, online and offline, where people connect and share experiences. Every day, we see tribes around us: the runners at dawn, the colleague rushing to yoga, the nephew gaming for hours, and the friend who turned us into padel players. These tribes inspire, fascinate, and pull people in. For Gen Z, they’re not hobbies — they’re identity. The smartest brands don’t just build tribes around themselves; they create brands for existing tribes — gamers, fashionistas, panelists, yogin. Success comes from meeting these communities where they are, speaking their language, and becoming part of their story.
5. The Rise of Solo Living: How Gen Z Is Redefining Independence and Adulthood
While connection and a sense of belonging remain essential for Gen Z, an increasing number are choosing to delay starting families or opt-out entirely. The ‘single era’ is no longer a temporary phase but a conscious lifestyle choice, reflected in rising demand for products and services designed for solo living — from single-portion groceries and compact appliances to travel safety solutions. Travel brands that offer flexible payment plans, foster community interactions, and design active, experience-focused packages are well-positioned to attract this growing audience. Understanding Gen Z’s preference for independence and freedom — without sacrificing connection — is key for brands that want to stay relevant and build loyalty.
6. The Wellness Myth: Gen Z Isn’t Chasing Green — They’re Chasing Performance
The stereotype suggests Gen Z is obsessed with organic foods, plant-based diets, and picture-perfect green juices. But the reality is more practical. Gen Z is increasingly focused on high-protein, functional foods that fuel energy, support fitness goals, and enhance daily performance. Appearance matters less than results. This shift is also fueling demand for non-alcoholic beverages with added health benefits, and indulgent-yet-functional products like CBD-infused snacks. Brands that understand Gen Z’s performance-driven approach to wellness — and offer real, body-focused solutions — will stand out and build stronger relations.
7. Gen Z: The Financially Complex People
It’s easy to label Gen Z as impulsive shoppers — and it’s partly true. For them, buying with a click is second nature, fueled by social media and instant gratification. But reducing their relationship with money to impulse alone would be a mistake. Beneath the quick purchases lies a highly strategic mindset. Gen Z is saving, investing early, and showing greater comfort with credit than previous generations at the same age. They are financially complex: balancing spontaneity with long-term planning. Challenger banks and fintech platforms that offer personalization, flexibility, and fast, responsive support are earning their loyalty. Many Gen Zers are actively building side hustles to generate passive income — not for luxury but to achieve financial freedom and stability. Brands that recognize both sides of this behavior — the impulsive spender and the strategic planner — will be the ones to connect meaningfully with this generation.
8. Gen Z and AI: Eager to Use It, Anxious About Its Impact on Their Careers
Gen Z may be the most AI-ready generation — quick to adopt tools like ChatGPT and other AI-powered platforms in their daily work and learning. But with this enthusiasm comes real anxiety. Gen Z is deeply aware of the risks AI poses to job security, particularly in junior roles. They’ve grown up hearing, “AI won’t take your job, but someone using AI will” — and they’re determined not to be left behind. Employers need to go beyond innovation buzzwords, fostering open, honest conversations about how AI will reshape career paths. Upskilling programs, transparency, and involving young employees in AI adoption discussions are critical. If companies limit AI decision-making to the C-suite or IT teams, they risk alienating the very generation that could help drive this transformation — or losing them entirely.
Conclusion: Beyond the Stereotypes — Understanding Gen Z Characteristics for Real Impact
Generation Z is not a monolith; it’s a complex mosaic of behaviors, aspirations, and contradictions. Yes, they are digital natives, impulsive shoppers, and passionate community builders — but they are also strategic, financially conscious, and deeply values-driven. Brands, marketers, and HR leaders who cling to clichés risk irrelevance. The future belongs to those who understand Gen Z characteristics and meet Gen Z on their terms: flexible, authentic, and human.
This generation won’t be won over with one-size-fits-all messaging or surface-level engagement. It requires ongoing listening, real dialogue, and adaptive strategies built on data and empathy. Gen Z is not just your next wave of consumers or employees — they are co-creators of culture and innovation. Treat them as such, and they won’t just engage — they’ll advocate. The brands and businesses that understand this will not only capture their attention but also earn their loyalty for the long term.
About the Research
This article is based on data from GWI’s platform, combining proprietary analysis conducted by Giacomo Tarabelli, from Human Centric Group, and insights from GWI’s report “Audiences to Watch: Gen Z.” The research reflects over 230,000 interviews across global markets and aims to uncover the real behaviors, values, and contradictions shaping Generation Z.
About the Author
Matteo Rinaldi is a Senior Marketing Strategy Consultant and Co-Founder of Human Centric Group, with global experience driving double-digit growth for brands like Danone, Carlsberg, Revlon, PepsiCo, and Visa. Having worked across multiple continents, he specializes in leveraging cultural insights for impactful brand strategies. A passionate educator, Matteo teaches marketing worldwide, shaping future industry leaders. Previously, he worked with L’Oréal and Coca-Cola HBC. He is also a best-selling author in marketing.
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